HOCKADAY 

VAINT 

M  I  LEAGE 


7 he  HOCKADAY  COMPANY 

Chicago 


HOCKADAY 


*tT 


TAINT 


>• - _ 

.  MILEAGE 

> - 


ANNAPOLIS  NAVAL  ACADEMY 
Annapolis,  Maryland 

Bancroft  Hall  Dormitory,  center  foreground;  Naval  Hospital,  left  fore¬ 
ground. 


DEPARTMENT  OF  INTERIOR 
United  States  Government,  Washington,  D.  C. 

Captain  F.  W.  Hoover,  Supt. 

Hockaday  has  been  standardized  on  this  and  many  other  Government 
Buildings  since  1915. 


Page  Two 


o£4  HOCKADAY  ^  TAINT  ^HILEACE  %q 

PREAMBLE 

SIXTEEN  years  ago  Hockaday  was  conceived,  and  dedicated  to: 
the  eliminator  of  wall  troubles  and  the  reduction  of  maintenance 
cost.  Hockaday  “lived  up  to  its  claims,”  and  won,  through  its 
repeated  victories,  the  smiles  and  plaudits  of  the  man  who  pays,  the  man 
who  specifies  and  the  man  who  applies. 

The  prejudiced  jeered  and  ridiculed.  “It  can’t  be  done,”  they  shouted. 
But  Hockaday  did  what  was  claimed  for  it!  And  for  sixteen  years  has 
been  piling  victory  upon  victory. 

The  few  buildings  illustrated  can  give  only  a  hint  of  Hockaday’s  na¬ 
tion-wide  use. 

Up  with  the  curtain!  Tear  off  the  confusing  veils  of  mysticism  and 
complexities.  Let  the  light  of  logical  reasoning  and  understanding  dis¬ 
pel  all  doubt. 

Dispassionately  turn  the  scrutinizing  rays  of  common-sense  on  the 
King  of  Conjurers — Paint. 

THE  PRICE  BUGABOO 

“What’s  the  price?”  That’s  a  characteristic  human  question:  Al¬ 
though  the  price  of  a  product  is,  in  some  measure,  an  index  of  its  qual¬ 
ity,  “price”  is  very  deceiving. 

In  order  to  judge  by  price  we  must  first  know  what  we  are  buying. 

Do  you  buy  so  many  yards  of  cloth  when  you  visit  your  tailor?  No, 
you  buy  a  suit  of  clothes- — good  fit — appearance — service. 

And  when  you  get  a  new  car  do  you  buy  so  many  nuts  and  bolts? 
Why,  of  course  not.  You  buy  quick  pick  up — speed — service. 

And  what  is  it  you  buy  when  you  order  paint?  Surely  it’s  not  paint. 
Don’t  you  buy  results  on  the  wall — lower  maintenance  cost — service? 

All  paint  buyers  do  not  get  these  results — but  they  pay  for  them. 
Some  listen  to  the  siren  call  of  “low  price  in  the  can,”  forgetting  that 
paint  in  the  can  is  of  no  earthly  use  to  them. 

Low  cost  in  the  can  means  high  cost  on  the  wall  —  when  it  is 


Copyright  by  The  Hockaday  Company,  1925 
Printed  in  U.  S.  A. 


Page  Three 


og<  HOCKADAY  ^  PAINT  ^  M  I LEAGE 


DISTRICT  COURT 
HOUSE 

Washington,  D.  C. 
One  of  the  historic  land¬ 
marks  of  our  Capital. 
Erected  over  one  hundred 
years  ago  from  plans  of 
George  Hadfield.  Remod¬ 
eled  under  directions  of 
Mr.  Elliott  Woods,  Archi¬ 
tect  of  the  Capital,  and 
Mr.  F.  G.  Pierson,  Con 
sultant.  Arthur  Cook, 
Chief  Engineer. 


U.  S.  NAVAL  HOSPITAL 
Brooklyn,  N.  Y. 


Page  Four 


o{k  HOCKAPAY  ^  "PAIN  MILEAGE 


U.  S.  ARMY  WAR  COLLEGE 
Washington,  D.  C. 

An  inspirirrgly  beautiful  building  typifying  the  ideals  of  our  nation. 
Lieutenant  H.  L.  Calvin,  Quartermaster. 


Page  Five 


HOCKADAY 


"PA.1  NT  ^  MILEAGE 

- 


llilll '** Ian.... ^ 

^:?!55va3a3^«3iwH 

*  '*«  HUH  HUH  Hit 
SS5BSS  II II  KI  l|  Cl  II  at^i 
ie  55'aaaaiEaa3iaa3«MJ3 
Is  SB  If  SB  II  3S  11  IS *3 


mnm 


CARPENTER  BUILDING 
Housing  Saxe’s  Wisconsin  Theatre 
Milwaukee,  Wisconsin 
Thomas  Saxe,  President,  Oscar  Brochman, 
Secretary,  the  Saxe  Operating  Corporation. 
Martin  Tullgren  &  Sons,  Milwaukee,  Archi¬ 
tects  of  office  building.  C.  W.  &  George  L. 
Rapp,  Chicago,  Architects  of  Theatre.  Dec¬ 
orated  by  Mandel  Brothers,  Chicago.  Seating 
capacity  of  theatre,  3,500. 


ILLINOIS  MERCHANTS  BANK  BUILDING 
Covers  one  square  block 
Chicago 

Graham,  Anderson,  Probst  &  White,  Chicago,  Ar¬ 
chitects.  J.  G.  McCarthy  Co.,  Decorators.  The 


original  paint  burnt  out  and  air-checked.  Hocka- 
day  was  then  used  as  an  undercoater  for  flat.  No 
more  air-checks  or  lime-burns — Hockaday  always 
stops  them. 


HOCKADAY 


TAINT  mii-eage 


remembered  that  what  we  are  buying  is  service.  In  the  can,  Hocka- 
day  is  the  highest  priced  paint,  but  its  cost  on  the  wall  per  year,  per 
square  foot,  is  lowest.  This  is  not  an  idle  claim;  it  is  a  fact  that  has 
stood  the  assault  of  time. 

Earnestly  we  make  this  plea:  Get  the  facts !  Investigate.  Let  not  the 
“price  in  the  can”  mirage  influence  you.  But  ask,  “How  many  coats 
does  it  require?  How  far  will  it  spread?  How  many  times  can  it  be 
washed?  Will  it  prevent  air  checking?  Will  it  eliminate  lime  burn¬ 
ing?  Will  it  give  me  ten  to  twelve  years’  service?” 

TEN  REASONS  WHY  HOCKADAY 
BRINGS-DOWN  UP-KEEP 

1.  No  Size  or  Primer  Used:  Hockaday  is  complete  in  itself. 

2.  Only  Two  Coats  Required:  The  foundation  coat,  which  is  also  a 

color  coat,  seals  the  pores  and  stops  all  suction.  New  work  in 
white  takes  three  coats.  Only  two  coats  in  colors  are  required 
on  new  walls. 

3.  Spreads  10  to  15  Per  Cent  further  than  any  semi-gloss  or  gloss 

paint:  Claims  are  easy  to  make,  it’s  true.  What  you  want  is 
proof.  To  show  our  sincerity  we  issue  this  challenge:  Put 
Hockaday  on  a  measured  surface  in  competition  with  any  enamel 
paint  on  the  market.  Let  the  figures  tell  their  own  story.  Hock¬ 
aday  has  won  many  such  tests — it  will  win  again. 

4.  No  Lime  Burning:  The  Binder  of  Hockaday  —  the  liquid  that 

binds  the  particles  of  pigment  together  and  holds  them  to  the 
wall — is  the  only  binder  that  lime  in  plaster  will  not  burn  and 
destroy.  The  action  of  free  lime  in  plaster  is  neutralized  and 
entirely  overcome. 

5.  No  Air  Checking — No  Suction:  Both  coats  are  the  same.  This 

is  important.  Unlike  other  paints  that  use  a  flat  paint  as  an 
undercoat,  both  Hockaday  coats  contract  and  expand  together. 

6.  No  Peeling:  Applied  according  to  our  instructions,  Hockaday  will 

not  peel. 


Page  Seven 


cg<  HOCKAPAY^  TAINT  ^  MILEAGE  )g° 


THE 

PACIFIC  ELECTRIC 
BUILDING 
Los  Angeles,  California 
Owned  by  the  Pacific 
Electric  Railway  Com¬ 
pany. 


Los  Angeles,  California 
Curlett  &  Beelman,  Ar¬ 
chitects.  McDonald  & 
Kahn,  Builders.  Mr.  G. 
Prussing,  Manager. 


THE  BROCKMAN  BUILDING 
Los  Angeles,  California 
Bennett  &  Bennett,  Architects,  St.  Louis.  Mr. 
Harry  G.  Henly,  Manager. 


MERCHANTS  NATIONAL  BANK 
BUILDING 

Los  Angeles,  California 
Alex.  Curlett,  Architect.  C.  J.  Kubach  Con¬ 
struction  Co.,  Builders. 


Page  Eight 


HOCKADAY  ^  TAINT  ^"MILIACI 


lllJlUl 


THE  PACIFIC 
FINANCE 
BUILDING 
Los  Angeles, 
California 
Dodd  &  Richards, 
Architects.  Scofield 
Engineering  Co., 
Builders. 


THE  OAKLAND  BANK  BUILDING 
Oakland,  California 

Reed  &  Corlett,  Oakland,  Architects.  P.  F. 
Wagner  Company,  General  Contractors.  J.A. 
Turgeon,  Painting  Contractor.  Mr.  S.  P. 
Cantrell,  Manager.  “It  lives  up  to  all  the 
claims  that  the  manufacturer  makes  for  it.” 


THE  A.  G.  BARTLETT  BUILDING 
Los  Angeles,  California 
John  Parkinson  &  Donald  B.  Parkinson,  Ar¬ 
chitects.  Paul  Haupt,  Builder.  Mr.  George 
T.  Woodbury,  Manager.  “Have  had  a  great 
many  favorable  comments  on  the  appearance 
of  the  walls  in  our  building  which  are  en¬ 
tirely  covered  with  Hockaday.” 


Page  Nine 


HOCKADAY  PA1 N T 

-  


V- 

>- 


M I LEACE 


Office  of  the  Manager 
Mr.  C.  B.  Brown 
Hoge  Building 
Seattle,  Washington 


HOGE  BUILDING 
Seattle,  Washington 
C.  H.  Bebb,  Seattle,  Architect.  “For 
ten  years  have  been  usirrg  Hockaday 
exclusively.” 


DETROIT  LIFE  BUILDING 


Detroit,  Michigan 


Arnold  &  Shreve,  Detroit,  Ar¬ 
chitects.  Otto  Misch,  General 
Contractor.  The  Walter  Car- 
roll  Co.,  Inc.,  Painting  Con¬ 
tractors. 


HOCKADAY 


"A 


TAINT 


~V- 


M 1  LI ACE 


7.  Easier  to  Apply:  Hockaday  levels  itself.  Our  instructions  read: 

“Do  not  brush  out — flow  on.”  This  may  not  appear  to  be  a 
major  advantage,  but  it  is.  Hockaday  takes  less  time  to  apply. 
A  painter  can  turn  out  more  squares  a  day. 

8.  Really  Washable:  When  washing  is  mentioned  “sponging  off”  is 

not  implied.  Hockaday  is  washable.  Repeated  washings  do  not 
mar  its  original  beauty.  Hockaday  is  non-porous.  Microscop¬ 
ically  it  seals  the  wall  with  an  enamel-like  finish. 

A  washed  Hockaday  wall  looks  clean — yes,  and  it  is  clean.  There 
are  no  pores  for  lurking  bacteria  to  lodge.  Hospitals  especially 
like  this  sanitary  feature. 

9.  Lasts  Longer:  As  time  is  reckoned,  ten  years  is  not  long.  But  as 

life  of  paint  is  figured,  ten  years  is  a  century.  Hockaday  will 
give  you  ten  years’  service.  Hundreds  of  jobs  bear  testimony  to 
Hockaday ’s  flippant  scoff  at  time. 

10.  Brings-Down  Up-Keep:  Hockaday  will  cut  down  your  mainte¬ 
nance  cost.  One  building  manager  accurately  figured  Hocka- 
day’s  maintenance  cost  for  ten  years  at  .0025  a  square  foot. 

HOCKADAY  AS  AN  UNDERCOATER  FOR 
ALL  FINISHES 

When  nationally  known  decorators — such  as  Mandel  Brothers  of  Chi¬ 
cago — standardize  on  Hockaday  as  a  first  coater,  they  must  have  good 
reasons.  And  they  have— profit-increasing  reasons. 

Hockaday  takes  the  gamble  out  of  interior  painting.  You  can  size 
with  Hockaday  knowing  that  the  greedy  hand  of  these  old  profit- 
robbers — air  checking,  suction  and  lime  burning — cannot  reach  you. 

One  coat  of  Hockaday  applied  as  directed  with  one  coat  of  any  other 
material  applied  over  it  will  produce  a  more  even  and  better  job.  The 
finish  coat  will  stand  out  far  better — and  last  longer — than  would  one 
coat  of  cheap  size  and  two  coats  of  any  kind  of  material. 

HOW  HOCKADAY  IS  MADE 
The  base  of  Hockaday  is  composed  of  the  highest  grade  zinc  and 


Page  Eleven 


HOCKAPAV^  PAI JVT  j^MILEAOE  ~%o 


REAL  ESTATE 
EXCHANGE 
BUILDING 
Detroit,  Michigan 

Owned  by  Book  Estate.  Louis 
Kamper,"  Detroit,  Architect. 
Lanquist  &  Ulsley  Company. 
General  Contractors.  Mr.  C. 
A.  Day,  Manager. 


PENOBSCOT 
BUILDING 
Detroit,  Michigan 
Donaldson  &  Meier, 
Detroit,  Architects. 
Owned  by  Simon  J. 
Murphy  Estate.  Mr. 
W m.  MacLachlan, 
Building  Manager. 


1200  WASHINGTON 
BOULEVARD 
BUILDING 
Detroit,  Michigan 
Louis  Kamper,  Detroit,  Archi¬ 
tect.  Otto  Misch,  General 
Contractor.  J.  B.  Book,  Jr., 
Owner.  One  of  Detroit’s  finest 
buildings. 


BOOK  BUILDING 


Corridor  in 


Detroit,  Michigan  SECURITIES  BUILDING 

Louis  Kamper,  Detroit,  Architect.  Wal-  Seattle,  Washington 

bridge- Aldinger  Co.,  General  Contractors. 

Mr.  J.  B.  Book,  Jr.,  Manager. 


Page  Twelve 


HOCKADAY^  TAINT  ^^TlLEACE  )go 


HUBBELL  BUILDING 
Des  Moines,  Iowa 

Proudfoot,  Bird  &  Rawson, 
Des  Moines,  Architects.  Mr. 
Don  Marshall,  Manager. 
“Painted  in  1913  —  still  in 
very  good  condition.”  Ten 
years  of  real  service. 


THE  ROOSEVELT 
BUILDING 
Indianapolis,  Indiana 

Vonnegut,  Bohn1  &  Mueller,  In¬ 
dianapolis,  Architects.  Mr.  G. 
W.  Voss,  Manager. 


GRAND  CENTRAL 
STATION 

Baltimore  &  Ohio  R.  R. 
Chicago,  Illinois 


THE  WAHL  COMPANY 
Makers  of  Eversharp  Pencils 
Chicago 

Bernard  H.  Prack,  Pittsburgh  and  Toronto,  Architect 
and  Engineer.  Mr.  C.  D.  Rubb,  Factory  Manager. 


Page  Thirteen 


HOCKAPAY  ^  TAINT 


NEW  ENGLAND 
TELEPHONE  & 
TELEGRAPH  CO. 
Boston,  Massachusetts 

Peabody  &  Stearns,  Bos¬ 
ton,  Architects. 


CINCINNATI  &  SUBURBAN 
BELL  TELEPHONE  CO. 
Cincinnati,  Ohio 

Mr.  Harry  Hake.  Cincinnati,  Architect. 
Mr.  Charles  H.  Huck,  Associate  Archi¬ 
tect.  “We  have  never  found  a  paint  that 
equals  Hockaday.  Have  been  using  it 
for  the  past  ten  years/’ 


SOUTHERN 
CALIFORNIA 
TELEPHONE  CO. 
Los  Angeles,  California 
A  branch  exchange. 


CINCINNATI  & 
SUBURBAN  BELL 
TELEPHONE  CO. 
Woodburn  Exchange 
Cincinnati,  Ohio 


PACIFIC  COAST 
TELEPHONE  CO. 
Seattle,  Washington 
E.  V.  Cobley,  San  Fran¬ 
cisco,  Architect. 


Page  Fourteen 


HOCKAPAY  ^  TAINT  ^ 


lithopone.  The  liquid,  or  vehicle,  is  a  combination  of  specially  pre¬ 
pared  varnishes  and  oils. 

Hockaday  comes  in  two  parts — Body  and  Reducer.  When  first 
made  the  Body  is  very  thin.  It  must  be  aged  for  ninety  days.  When 
ready  to  use  it  is  about  the  same  consistency  as  unfrozen  butter. 

The  Reducer  corresponds  to  the  liquid  of  the  Body.  In  thinning,  it 
is  mixed  with  the  Body  in  different  proportions,  depending  on  the  type 
of  surface,  to  be  Hockadayed.  Our  detailed  specifications  for  different 
surfaces  explain  clearly  how  to  mix  Hockaday. 

REMOVE  KALSOMINE  AND  WATER  COLOR 

All  water  color,  whitewash  and  kalsomine  must  be  removed.  This  is 
very  important. 

To  wash  smooth  finish  plaster  use  good  stiff  sponges  and  plenty  of 
water.  When  the  kalsomine  has  a  strong  binder  it  is  sometimes  neces¬ 
sary,  after  wetting  good,  to  use  a  scraping  knife  to  remove. 

To  wash  sand-finished  plaster  use  a  good  stiff  brush.  Rinse  well, 
using  sponges  and  lots  of  water. 

REPAIR  PLASTER  WALLS 

All  plastered  walls  should  be  put  in  first-class  condition  before  painting. 
For  small  patching  use  plaster  paris  mixed  with  thin  paperhangers’ 
paste.  The  paste  will  keep  the  plaster  paris  from  setting  up  too  quickly 
and  cause  it  to  dry  much  harder  and  firmer. 

To  repair  small  air  checks  and  cracks  mix  plaster  paris  with  Hocka¬ 
day  Reducer  to  the  thickness  of  putty.  Fill  the  cracks  with  the  mixture, 
using  a  putty  knife  or  the  thumb.  Let  dry,  then  sandpaper  to  make 
smooth. 

Touch  up  all  repaired  spots  in  advance  of  the  regular  painting. 

DAMPNESS 

No  paint  will  long  adhere  to  a  damp  wall.  Moisture  in  a  wall  must 
come  out.  It  is  economy  to  let  your  walls  stand  until  they  are  dry 
before  painting. 


Page  Fifteen 


HOCKAPAY  ^  TAINT 


M I LEACE 


FIELD  MUSEUM  OF  NATURAL  HISTORY 
Chicago 

Graham,  Anderson,  Probst  &  White,  Chicago,  Architects.  Corridors  and  Scientific  Lab¬ 
oratories  on  third  floor  of  Museum  Building  Hockadayed. 


HEARST  BUILDING 
Home  of  the 
Herald-Examiner 
Chicago 
James  C  . 
Green,  N ew 
York,  Archi¬ 
tect.  Mr.  C.  J. 
Me  K  e  n  n  a  , 
Building  Man¬ 
ager. 


AMERICA 

FORE 

BUILDING 

Chicago 

Leonard  Construc¬ 
tion  Company,  Ar¬ 
chitects  and  Gen¬ 
eral  Contractors. 
J.  P.  Sullivan , 
Painting  Contrac¬ 
tor.  Hallways  and 
elevator  shafts 
Hockadayed. 


TIVOLI  THEATRE 


Chicago 

ENTRANCE  FOYER 

C.  W.  &  George  L.  Rapp,  Chicago,  Architects.  Decorated 
by  Mandel  Brothers,  Chicago.  Undercoated  throughout 
with  Hockaday. 


Page  Sixteen 


HOCKADAY  ^  TAINT 


"V 

>- 


M I L  E ACE 


Page  Seventeen 


c£  hockapay  ^  TAINT  ^  M I LEACE 


FLETCHER  TRUST  & 
SAVINGS  BANK 
BUILDING 
Indianapolis,  Indiana 
Vonnegut,  Bohn  &  Mueller,  Indianap¬ 
olis,  Architects.  “In  five  years  all  of 
the  rooms  have  been  washed  at  least 
five  times  with  excellent  results.” 


i  pis*?  *  *  i 


ifi  i  as-  i  i  .11 
sa  .  -  .  \\\ 

»  *  asa  i  Jill 

■■  K  ^li  Rill 
M  1  Hi  i  nil 

!! ;  ■■■  &  si1! 

6"  f  » J1 

* . . 

I  f *8a  a  s  ! 


THE  CHICAGO  TEMPLE  BUILDING 
Chicago 

Holabird  &  Roche,  Chicago,  Architects.  Owned  by 
The  Methodist  Episcopal  Church.  Willoughby  &  Co., 
Agents.  Sized  with  Hockaday. 


Page  Eighteen 


Q&  HOCKADAY  ^  ^  MllIAOE  )&> 


STIPPLING 

The  mixture  should  be  a  trifle  heavier  than  material  used  for  a  brush 
coat  finish.  Let  stand  until  tacky.  This  takes  from  20  to  45  minutes 
depending  on  the  temperature  and  ventilation  of  the  room. 

Stipple  in  a  straight-across  movement.  A  rag  dampened  with  coal 
oil  easily  removes  any  stipple  from  woodwork. 

FLATTENING  HOCKADAY 

The  paste  mixture  given  here  applied  over  Hockaday  gives  a  beautiful 
flat  effect.  When  the  walls  are  soiled  a  light  washing  removes  the 
paste  and  reveals  a  surface  with  very  little  gloss — and  as  good  as  the 
day  it  was  applied. 


SOUR  PASTE  MIXTURE 

3  lbs.  of  flour  to  10  quarts  of  water. 

Steam  or  boil  to  heavy  paste  consistency. 

Let  stand  in  warm  place  for  10  days  or  until  thor¬ 
oughly  soured.  Then  add: 

Y*  pint  of  acetic  acid  or  white  vinegar.  T 

Y  pint  of  cheap  perfume. 

Y  bar  of  white  soap,  chipped. 

Mix  well  and  strain. 

Apply  with  a  kalsomine  brush.  Stipple  lightly  to 
remove  brush  marks. 

CANVAS  WALLS 

Canvas  walls  are  usually  given  a  coat  of  some  preparation  to  fill  in  the 
porous  surface.  Sometimes  a  mixture  of  glue,  water  and  linseed  oil  is 
used.  Paperhangers’  paste  is  also  used  as  a  filler. 

When  Hockadaying  a  prepared  canvas  wall,  thin  the  first  coat  with 
one  part  Reducer  to  three  parts  Body.  If  you  wish  to  even  up  the 
surface  but  still  have  a  rough  stipple  finish,  thin  the  last  coat  very  little. 
The  covering  capacity  ranges  from  300  to  650  square  feet  a  gallon,  one 
coat,  depepding  on  the  texture  of  the  canvas. 


Page  Nineteen 


o&  HOCKAPAY  ^  PAINT  ^  MILEAGE  >3° 


MEYER-KAISER  BANK 
BUILDING 
Indianapolis,  Indiana 
Vonnegut,  Bohn  &  Mueller,  In¬ 
dianapolis,  Architects. 


WALSH  BUILDING 
Cincinnati,  Ohio 
Offices  of  the  Globe  Soap  Com 
pany. 


ST.  BERNARD  EAGLE  HOME  COMPANY 
St.  Bernard,  Ohio 

Mr.  Joseph  Borntraeger,  Secy,  and  Treas.  Hockadayed  throughout.  “This 
work  was  done  by  our  members,  none  who  claimed  to  be  painters.” 


Page  Twenty 


HOCKADAY 


>- 


TAINT  MILEAGE 


JOHN  HANCOCK  LIFE  INSURANCE  CO. 

Home  Office 
Boston,  Massachusetts 

Parker,  Thomas  &  Rice,  Architects,  Boston.  Engraving  by  S.  W.  Wood¬ 
ard.  Published  through  the  courtesy  of  the  Christian  Science  Monitor. 


CINCINNATI  LODGE  NO.  2 
Loyal  Order  of  Moose 
Mr.  Frank  E.  Young,  Bldg.  Supt.  "We  have  used 
Hockaday  for  four  years.  For  durability  and  ap¬ 
pearance  Hockaday  can  never  be  excelled.” 


THE  EAGLES  BUILDING 
Norwood,  Ohio 

“The  simple  manner  in  which  Hockaday  is  applied, 
leaving  no  brush  marks,  makes  it  very  satisfactory.” 


Page  Twenty-one 


o£  HOCKADAY"^  TAINT  ^  MILEAGE 


GAS  AND  ELECTRIC 
BUILDING 
Denver,  Colorado 
Mr.  H.  W.  Bennett,  Manager 


MAJESTIC  BUILDING 
Denver,  Colorado 


TABOR  BLOCK 
Denver,  Colorado 


Page  Twenty-two 


HOCKADAY  ^  TAINT  ^  MILEAGE  )%=> 


RAW  BURLAP — Sized  or  Unsized 

Tuck  down  all  loose  edges.  Coat  the  entire  surface  with  paperhangers’ 
paste  about  the  consistency  of  cream.  All  the  paste  will  disappear  in  the 
fabric,  giving  a  fine  hard  surface.  It  will  also  cause  the  burlap  to  ad¬ 
here  all  over,  firm  and  even. 

The  first  coat  of  Hockaday  should  be  thinned  one  part  Reducer  to 
two  parts  Body,  the  second  coat  one  part  Reducer  to  three  parts  Body. 
Two  coats  of  Hockaday  will  give  a  high  class  finish. 

HOLLOW  TILE 

Plastered  walls  over  hollow  tile  usually  baffle  most  paints.  It  is  often 
difficult  to  get  a  good  job.  But  not  with  Hockaday. 

When  the  plaster  is  hot  and  full  of  suction,  double  the  amount  of  Re¬ 
ducer  on  the  first  coat. 

ANALINE  STAINS 

Do  not  Hockaday  plaster  stained  from  penetrating  creosote  and  water 
without  first  bleeding  out.  Give  the  stains  two  coats  of  ready-mixed 
aluminum  paint.  This  will  prevent  stains  coming  through.  This  treat¬ 
ment  will  also  kill  stains  on  woodwork. 

METAL  CEILINGS  AND  IRON  WORK 
All  new  metal  ceilings  should  be  given  a  coat  of  the  following  formula: 

5  gallons  acetic  acid,  36% 

3  pounds  blue  vitriol 
3  pounds  powdered  alum 
Dissolve  in  25  gallons  of  water. 

Be  sure  to  use  a  wooden  container.  This  solution  will  corrode  the 
surface  of  iron,  cut  off  all  grease  and  make  a  good  paint  surface. 

SALTPETRE  TREATMENT 

Nothing  will  permanently  hold  back  saltpetre  but  the  formula  given 
above  for  metal  ceilings  is  unusually  effective. 

Apply  freely  with  a  kalsomine  brush,  letting  the  wall  soak  up  as  much 
as  it  can.  When  dry,  apply  two  coats  of  a  ready-mixed  aluminum  paint. 


Page  Twenty-three 


C&  HOCKADAY^f  VAIN  T  T .  ¥  I  L  E  Aoj— 


FRISCO  RAILROAD 
TICKET  OFFICE 


A.  T.  &  S.  FE  R.  R.  TICKET  OFFICE 
Grain  Exchange  Building 


ROCK  ISLAND  TICKET  OFFICE 
Grain  Exchange  Building 


Page  Twenty-four 


og<  HOCKADAY  NT  ^  M  I  LEAGE 


INSURANCE  BUILDING 
Oklahoma  City,  Oklahoma 
Mr.  B.  C.  Housel,  Manager. 


PETROLEUM  BUILDING 
Tulsa,  Oklahoma 
Mr.  C.  A.  Mayo,  Manager. 


MAYO  BUILDING 
Tulsa,  Oklahoma 

Mr.  C.  A.  Mayo,  Manager. 


AMERICAN  NATIONAL  BANK 
BUILDING 

Oklahoma  City,  Oklahoma 
Mr.  R.  N.  Gardner,  Manager. 


Page  Twenty-five 


og<  HOCKAPAY  ^  PAINT  ^  MILEAGE  ~%o 


KRESS  BUILDING 


Houston,  Texas 


Kress  Company  Construction 
Dept.,  New  York,  Architects. 
Buchanan  &  Gilder,  General 
Contractors.  Mr.  C.  H.  Stan- 
cliff,  Manager. 


THE  TEXAS  COMPANY 
BUILDING 
Houston,  Texas 

Warren  &  Wetmore,  New  York,  Ar¬ 
chitects.  George  A.  Fuller  Construc¬ 
tion  Company,  General  Contractors. 
Mr.  C.  W.  Redman,  Building  Man¬ 
ager. 


HIBERNIAN  BANK 
BUILDING 
New  Orleans,  La. 

Favrot  &  Livaudais,  Ltd.,  New 
Orleans,  Architects.  Mr.  W.  G. 
Murray,  Manager. 


MASONIC  BUILDING 
Ponca  City,  Oklahoma 

Smith  &  Senter,  Kansas  City,  Mo.,  and 
Okmulgee,  Okla.,  Architects. 


Page  Twenty-six 


og<  hockapay"^  TAINT  ][  mheace  ISp 


-tintctaM 

¥anaa»® 


SHELTON  HOLDING  CORPORATION  BUILDING 


COMMERCE  INVESTMENT  COMPANY 
BUILDING 
Okmulgee,  Oklahoma 

Smith  &  Senter,  Okmulgee,  Oklahoma,  Architects.  Mr. 
H.  W.  Metzger,  Building  Manager. 


1* 


EIGHTY  MAIDEN  LANE 
New  York  City 

D.  H.  Burnham  &  Company,  Chicago, 
Architects.  Mr.  Louis  M.  Burt, 
Manager. 


Formerly  the  National  Association  Building  Corporation 
New  York  City 

Starrett  &  Van  Vleck,  New  York,  Architects.  Drawing  by  F.  H. 
Cruess. 


Page  Twenty-seven 


HOCKADAY  ^  TAINT  ^  MILEAOE~Mfc» 


FOUR  BED  WARD 


ENTRANCE  LOBBY 
AND  WAITING 
ROOM 

Hockaday’s  lasting  beauty 
helps  to  give  the  room  an 
atmosphere  of  quiet  dig¬ 
nity  and  reassuring  cheer¬ 
fulness. 


A  Modem  Hospital 


SUTTER | 
Sacrami  I 
Meyer  &  Johnson,  San  FrarJ 
ner,  Inc.,  General  Contract 
Hockadayed  throughctj 


TESTING 


Hockaday  saves  lives.  It  is  non-porous.  Hockaday  can  be 
repeatedly  washed — yes,  scrubbed.  A  washed  Hockadayed 
wall  is  really  clean. 


A  CCl 

Air  checks  and  1 1 
deface  f 


* 


Page  Twenty-eight 


og<  HOCKADA^  PAINT  ^MUIAGI 


|)SPITAL 


Calif. 


y,  Architects.  George  Wag- 

I  Mr.  E.  L.  Slack  Supt. 

I I  two  coats,  stippled. 


NURSES’  OFFICE 

An  inspection  of  this  mod¬ 
ern  hospital  convinces  one 
that  the  predominating 
thought  of  its  designers 
was — the  patient. 


Made  Sanitary  With  Hockaday 


MORATORY 
'ia  to  lodge  and 
cultures. 


DOR 

bums  never  will 
•  walls. 


PRIVATE  ROOM  WITH  BATH 

A  delightful  appearing  room,  isn’t  it?  Looks  like  a  room 
in  a  modern  hotel.  A  nice  place  to  get  well. 


Page  Twenty-nine 


o&  HOCKAPAY^  "PAINT  J_.  M1LEA"c1 


Foyer 


MILWAUKEE 

CHILDREN’S 

FREE 

HOSPITAL 

Milwaukee, 

Wis. 

Scott  &  Mayer, 
Milwaukee,  Archi¬ 
tects.  Miss  Bena 
M.  Henderson, 
Superintendent. 


Hockaday  protects  the  walls. 


NORTH  CAROLINA  BAPTIST 
HOSPITAL 


Winston-Salem,  North  Carolina 
Mr.  Willard  C.  Northup,  Winston-Salem,  Archi¬ 
tect.  Rev.  G.  T.  Lampkin,  Supt. 


Page  Thirty 


CITY  MEMORIAL  HOSPITAL 
Winston-Salem,  North  Carolina 

Mr.  Charles  Barton  Keen,  Philadelphia  and  Winston-Salem,  Architect.  Dr.  T.  C.  Redfern,  Supt. 


Q%<  HOCKADAY  ~^PAT  ATT  ^mileage  »» 


CINCINNATI  GENERAL 
HOSPITAL 
Cincinnati,  Ohio 

Samuel  Hannaford  &  Son  Company,  Cin¬ 
cinnati,  Architects.  Dr.  A.  C.  Backmeyer, 
Superintendent 


CHRIST  HOSPITAL 
Cincinnati,  Ohio 
Fietig  &  Lee,  Cincinnati, 
Architects.  Miss  Alice 
Thatcher,  Superintendent. 
“No  paint  we  have  ever 
used  stands  the  test  like 
Hockaday.” 


ST.  JOSEPH  HOSPITAL 
Chicago 

Victor  Andree  Matteson,  Chi¬ 
cago,  Architect.  Sister  Ca¬ 
milla,  Superintendent.  “We 
have  been  using  Hockaday  for 
the  past  seven  years.” 


Page  T hirty-one 


®g<  HOCKAPAY  ^  PAZ-ATT  ^  MILEAGE  D3° 


DETROIT  MUNICIPAL  TUBERCULOSIS  SANATORIUM 


Northville,  Michigan 

Stratton  &  Snyder,  Detroit,  Architects.  Dr.  Bruce  Douglas,  Superintendent.  Large 

users  of  Hockaday. 


DINING  ROOM 


LOBBY 


The  walls  can  be  repeatedly  washed.  They  are 
Hockadayed. 


Hockaday  brings-down  up-keep  here.  It  is  wall 
insurance. 


Page  T /lirty-lico 


GREENPOINT  HOSPITAL 
Brooklyn,  New  York 

Mr.  Frank  S.  Helmle,  Brooklyn,  Architect.  Dr.  Raymond  G.  Laub,  Superintendent. 


ofo  HOCKAPAY^  TAINT  ^tlLEAOE  )Ro 


NURSES’  HOME 
Michael  Reese  Hospital 
Chicago 

Richard  E.  Schmidt,  Garden 
&  Martin,  Chicago,  Architects. 
Dr.  Herman  Smith,  Supt. 


LAKE  VIEW  HOSPITAL 
Danville,  Illinois 
Mr.  Clarence  H.  Baum, 
Superintendent. 


SISTERS  OF 
MISERECORDIA 
OAK  PARK  HOSPITAL 
Oak  Park,  Ill. 

Richard  E.  Schmidt,  Garden 
&  Martin,  Chicago,  Architects. 


SILVER  CROSS  HOSPITAL 
Joliet,  Ill. 

Zimmerman,  Saze  &  Zimmerman,  Chi¬ 
cago,  Architects.  Wm.  Grohne  Com¬ 
pany,  Painting  Contractor.  Kaiser- 
Ducette,  Gen’l  Contractors. 


Page  Thirty-three 


og<  HOCKAPAY  ^  TAINT  ^  MILEAGE  )go 


LOS  ANGELES  COUNTY  HOSPITAL 
Group  of  Buildings 
Los  Angeles,  Calif. 


FABIOLA  HOSPITAL 
Maternity  Wing 
Oakland,  Calif. 

Mr.  George  Kelham,  San  Francisco,  Architect.  P.  J. 
Walker  Company,  General  Contractors.  J.  H.  Keefe 
Company,  Painting  Contractors.  Mrs.  E.  J.  Dockery, 
Superintendent. 


STATE  UNIVERSITY  HOSPITAL 
Oklahoma  City,  Okla. 

Mr.  Paul  H.  Fesler,  Supt.  There  is  no  sanitary 
paint  like  Hockaday  for  modem  hospitals. 


BERKELEY  GENERAL  HOSPITAL 
Berkeley,  Calif. 

Dr.  L.  F.  Herrick,  Owner  and  Director.  Mr.  C.  F. 
Drew,  Superintendent. 


Page  T hirty-four 


cjk  HOCKAPAV  ~^T>AI  NT  ^  M  I  LEAGE 


THE  METHODIST  EPISCOPAL  HOSPITAL 
Philadelphia,  Pa. 

Mr.  Horace  W.  Castor,  Philadelphia,  Architect.  Cramp  &  Company,  Gen’l  Contractors. 
Miss  May  Middleton,  Superintendent. 


SOLARIUM 

The  Methodist  Episcopal  Hos¬ 
pital.  Washing  always  restores 
Hockaday’s  original  beauty. 


Page  T hirty-five 


oft  HOCKADAYj?  "PAINT  j^ItEAOE  & 


VIRGINIA  MASON 
HOSPITAL 
Seattle,  Washington 
Mr.  C.  H.  Bebb,  Seattle,  Ar¬ 
chitect.  Miss  Anna  J.  Fraser. 
Superintendent. 


HERMAN  KIEFER 
HOSPITAL 
Detroit,  Michigan 
Albert  Kahn,  Louis  Kamper  and 
George  D.  Mason,  Detroit,  Architects 
of  various  buildings. 


A  CORRIDOR 

Hockaday  is  cutting 
down  maintenance 
cost  here. 


BROAD  STREET  HOSPITAL 
New  York  City 


Mr.  William  Neal  Smith,  New  York,  Architect.  A  pic¬ 
turesque  setting  with  Brooklyn  bridge  in  the  background. 


Page  Thirty -six 


°ftv  HOCKAPAY  ^"pAJNT  ^  M  ILEA G~E 


Page  T hirty-seven 


cg<  HOCKADAY  ^  "PAINT  ^  MILEAGE  )fc» 


HEMSTEAD  HIGH 
SCHOOL 
Palisade,  N.  J. 

Mr.  Ernest  Sibley,  Palisade, 
Architect. 


ST.  JOHN’S  RECTORY 
AND  PAROCHIAL 
SCHOOL 

Jersey  City,  New  Jersey 

Mr.  John  T.  Rowland,  Jr.,  Jersey 
City,  Architect. 


HIGH  SCHOOL 
Middletown,  New  York 


THE  PARK  SCHOOL 
Nutley,  New  Jersey 
Mr.  Paul  R.  Radcliffe,  Superintendent. 

Page  Thirty-eight 


og<  HOCKADAV"^  TAINT  Y~~M  I  LEACE~%o 


JOLIET  TOWNSHIP  HIGH 
SCHOOL 

Gymnasium  Extension 
Joliet,  Illinois 

D.  H.  Burnham  &  Company,  Chica¬ 
go,  Architects.  William  Grohne  Com¬ 
pany,  Painting  Contractors. 


HIGH  SCHOOL 
Croquet,  Minn. 

Croft  &  Boerner,  Minneapolis, 
Architects.  Mr.  E.  B.  Ander¬ 
son,  Superintendent. 


F.  E.  MARSH  SCHOOL 
Joliet,  Illinois 

Mr.  John  D.  Chubb,  Chicago,  Architect.  William  Grohne  Com¬ 
pany,  Painting  Contractors.  H.  A.  Perrin,  Superintendent;  Dr.  J. 
P.  Benson,  Board  of  Inspectors.  “We  have  used  Hockaday  in 
seven  schools.  It  is  the  best  we  have  ever  had.” 


Page  T hirty - 


■=>&  HOCKADAY  ^  PAINT  ^  MILEAOE  )go 


PIERREPONT  SCHOOL 
Rutherford,  New  Jersey 
Mr.  C.  A.  Fetterly,  Superintendent. 


HIGH  SCHOOL 
Bloomfield,  New  Jersey 
Mr.  George  Morris,  Superintendent. 


HIGH  SCHOOL 
Rutherford,  New  Jersey 
Rasmussen  &  Wayland,  New 
York,  Architects.  Mr.  C.  A. 
Fetterly,  Superintendent. 


RICHARD  J.  REY¬ 
NOLDS  HIGH 
SCHOOL 

Winston-Salem,  North 
Carolina 

Mr.  Willard  C.  Northup, 
Winston  -  Salem,  Architect. 
Mr.  Charles  N.  Crawford, 
Superintendent.  Hockaday 
is  saving  money  here. 


Page  Forty 


HOCKAPAY  ^  TAlNT^p  MILEAGE  )Ro 


NEW  YORK 
INSTITUTE  FOR 
DEAF  AND 
DUMB 

New  York  City 
Do  own  painting. 
Large  users  of  Hock- 
aday. 


HEBREW  ORPHAN 
ASYLUM 
New  York  City 
Do  own  painting  with 
Hockaday.  It’s  easy  to 
apply. 


CENTRAL  SCHOOL 
AND  ADMINISTRA¬ 
TION  BUILDING 
Tacoma,  Washington 
Heath,  Gove  &  Bell,  Tacoma, 
Architects.  “A  perfect  job." 


Page  Forty-one 


M ILEAGE 


°£<  HOCKAD~^  TAINT 


CENTRAL  HIGH 
SCHOOL 
Memphis,  Term. 
Mr.  B.  C.  Alsop, 
Memphis,  Architect. 
Mr.  J.  W.  Garner. 
Business  Manager. 


ROSS  AVENUE  PUBLIC  SCHOOL 
St.  Bernard,  Ohio 

Mr.  F.  M.  Reynolds,  Superintendent. 


PUTNAM 
HEIGHTS 
SCHOOL 
Oklahoma  City, 
Oklahoma 
Layton,  Smith  & 
Forsyth,  Oklahoma 
City,  Architects. 


WILLIAM  WINLOCK 
MILLER  HIGH 
SCHOOL 

Olympia,  Washington 
Mr.  Elmer  L.  Breckner,  Superin¬ 
tendent. 


ELMWOOD  PLACE  PUBLIC  SCHOOLS 
Elmwood  Place,  Cincinnati,  Ohio 
Mr.  W.  S.  Eversull,  Superintendent. 


Page  Forty-two 


o&  HOCKAPAY  ^  TAINT  ^  MILEAGE  )jfc> 


ST.  MARTIN’S 
COLLEGE 
Lacey,  Washington 
Mr.  Bernard  Neary,  O.  S.  B., 
Superintendent.  “You  need 
only  see  Hockaday  on  the  wall 
to  be  convinced  of  its  superior 
value.” 


UNIVERSITY  OF  WASHINGTON 
Seattle,  Washington 
Foyer  Educational  Hall 
Bebb  &  Gould,  Seattle,  Architects. 


UNIVERSITY  OF  CALIFORNIA 
Southern  Branch 
Los  Angeles,  California 

Only  part  of  the  beautiful  vine-covered  building  could  be  shown. 


Page  Forty-three 


c$k  HOCKAPAY  ^  TAINT  MILEAGE  >go 


RIVERVIEW  SCHOOL 
Tulsa,  Oklahoma 

Mr.  Leland  I.  Shumway,  Tulsa,  Architect.  Mr. 
W.  F.  Graham,  Superintendent  Buildings  and 
Grounds. 


AUDITORIUM,  RIVERVIEW  SCHOOL 

The  Tulsa  Board  of  Education  use  Hockaday 
and  cut  their  maintenance  cost. 


H* 


LINCOLN  SCHOOL 
Tulsa,  Oklahoma 
Mr.  Leland  I.  Shum¬ 
way,  Tulsa,  Architect. 
Mr.  W.  F.  Graham, 
Superintendent  Build¬ 
ings  and  Grounds. 


EMERSON  SCHOOL  AUDITORIUM 
Tulsa,  Oklahoma 

Mr.  Leland  I.  Shumway,  Tulsa,  Architect.  Tulsa 
Schools  have  used  6,000  gallons  of  Hockaday. 


HIGH  SCHOOL,  MAIN  LOBBY 
Tulsa,  Oklahoma 

Mr.  Leland  I.  Shumway,  Tulsa,  Architect.  These 
walls  can  be  easily  and  repeatedly  washed. 


Page  Forty-four 


«§C  HOCKAPAY  P-AIATT  ^  MILEAGE  )Ro 


OLIVER 
WENDELL 
HOLMES 
SCHOOL 
Oak  Park,  Illinois 
Mr.  E.  E.  Roberts, 
Chicago,  Architect. 
Mr.  Robert  L.  Holmes, 
Superintendent  of 
Buildings.  “We  feel 
very  favorable  towards 
Hockaday.” 


GARFIELD  SCHOOL 
Forest  Park,  Illinois 
Mr.  Rudolph  C.  Mueller,  Superin¬ 
tendent.  “The  walls  in  these  schools 
are  really  washable.” 


EUGENE  FIELD 
SCHOOL 
Forest  Park, 
Illinois 

Mr.  Rudolph  C. 
Mueller,  Superin¬ 
tendent.  “We  have 
been  entirely  pleased 
with  the  quality  of 
Hockaday.” 


GRANT  SCHOOL 
Forest  Park,  Illinois 
Mr.  Rudolph  C.  Mueller,  Superin¬ 
tendent.  “Hockaday  has  both  lasting 
qualities  and  pleasing  appearance.” 


Page  Forty-five 


ofec  HOCKAPAY  ^PAINT  ^  MILEACE-^o 


LOBBY  FENWAY  HALL  APARTMENT  HOTEL 
Cleveland,  Ohio 

George  B.  Post  &  Sons,  Cleveland,  Architects.  John  Gill  &  Sons,  General  Contractors.  Dec¬ 
orated  by  W.  P.  Nelson  &  Co.,  Chicago.  Hotel  below. 


WHITTIER  APARTMENT  HOTEL 
Detroit,  Michigan 

Mr.  Charles  N.  Agree,  Detroit,  Architect.  Decorated  by 
Mandel  Brothers,  Chicago.  Undercoated  throughout  with 
Hockaday. 


Page  Forty-six 


oik  HOCKAPAY  ^  PAIiVT  ^  MILEAGE  ~%o 


A  charming  living  room  with 
really  washable  walls. 


An  inviting  entrance  to 
one  of  the  Queensboro 
Apartment  Buildings. 


Another  view  of  the  liv¬ 
able  living  room.  Dining 
room  on  the  right. 


.-Vji 


A  De  Luxe  apartment,  delightfully 
Hockadayed. 


THE  TOWERS 
APARTMENTS 

Owned  by  Queensboro  Corporation, 
Jackson  Heights,  L.  I.,  New  York. 
Mr.  Andrew  J.  Thomas,  New  York, 
Architect. 


You’ll  never  find  air-checks  or  lime- 
burns  on  these  walls.  They  are  in¬ 
sured  with  Hockaday. 


Page  Forty-seven 


o$k  HOCKADAY  ^  "PAINT  ^  MILEAGE  ~Mfc> 


GRAEMERE  HOTEL 


\vmm 

A  Jr.’? 


t  &*%&**•  oi 

,n  twf  5uiSe,\  is  ‘Lat' s  ®  4&? ffu3®3 

,ueX*  Qpttie^  j.pX  ^e  f vn^-sufi9  ©■ 

0^oT  *  Are  *  e  1©^®  vo  *&*  X 

srvs  -^aV°^3- 

te:  *>  <> 

X16  X  0&Il<>itf.3  &  «Vhi'&6JotV*e* 

8*o*  *“>'  "  ,4  ^ 

oO»t.tV<l1  V  1  &¥vs  S01?  i*  ««ert 

.s.^to1'01  ,0^3’ 


Chicago,  Illinois 
Walter  Ahlschlager,  Inc., 
Chicago,  Architects.  A 
$2,500,000  structure. 
Hockaday  protects  and 
beautifies  the  walls. 


Page  Forty-eight 


HOCKADAY 


"PAINT 


V- 

>- 


M I LEACE 


WISCONSIN  HOTEL 


Milwaukee,  Wisconsin 
Holabird  &  Roche,  Chicago,  Architects.  Owned  by 
Wisconsin  Realty  Company.  Mr.  Hiram  Woods, 
Vice  President  and  Hotel  Manager. 


HOTEL  TULSA 
Tulsa,  Oklahoma 

Mr.  Leland  I.  Shumway,  Tulsa,  Architect. 
1,000  gallons  of  Hockaday  were  used  here 
with  pleasing  results. 


Lobby  and  Dining  Room 
NEW  HOTEL  EMERSON 


Hoquiam,  Washington 

A  beautiful  hotel  Hockadayed  throughout. 


Page  Forty-nine 


og<  HOCKADAY^  PAUVT  ^  M  I  L  E  aTe^o 

RADIATORS 

Do  not  Hockaday  radiators  and  steam  pipes.  Use  either  metallic  paint 
or  any  of  the  especially  prepared  radiator  paints. 

ASPHALT  COVERED  PIPES 

Many  soil  and  water  pipes  are  covered  with  a  cheap  asphaltum.  They 
often  cause  trouble.  Give  all  asphalt  covered  pipes  two  coats  of  good 
ready-mixed  aluminum  paint.  As  a  rule  this  will  prevent  burn-outs  and 
tar  appearing  through  the  paint.  In  very  bad  cases  apply  one  coat  of 
heavy  orange  shellac  before  putting  on  the  aluminum  paint.  Then 
Hockaday  as  usual. 


MIXING  HOCKADAY 
Thorough  mixing  is  very  important. 

As  Hockaday  never  hardens  in  the  can,  remove  entirely  the  top  of 
the  can.  Pour  off  the  liquid.  Then  thoroughly  beat  and  stir  up  the 
pigment;  gradually  add  the  liquid  that  was  poured  off.  Pouring  the 
material  back  and  forth  from  one  can  to  another  will  mix  it  much 
quicker.  Best  results  are  always  obtained  by  straining  paints.  This  is 
certain  to  break  it  up  fine. 


EDGEWATER  BEACH  HOTEL 
Chicago,  Illinois 

Mr.  William  M.  Dewey,  Manager.  Mr.  G.  A.  Bees- 
ley,  Assistant  General  Manager.  “It  is  a  pleasure 
to  recommend  Hockaday  as  it  lives  up  to  all  your 
claims.” 

I 

\ 


Page  Fifty 


o{k  HOCKAPAY  X  1PAI  NT  X  MILEAGE 

HOCKADAY  SERVICE  IS  VALUABLE 

When  you  buy  or  specify  Hockaday  you  get  more — much  more — than 
so  many  cans  of  paint.  You  get  the  service  that  goes  with  Hockaday. 

And  it’s  real,  sincere  service,  too.  Conscientious  service,  earnestly 
and  gladly  rendered — that’s  the  foundation  on  which  we  have  built  a 
constantly  expanding  business. 

Architects :  When  you  specify  Hockaday  you  throw  full  responsibil¬ 
ity  for  results  on  our  shoulders.  We  alone  are  responsible.  There  is  no 
chance  for  “buck-passing.”  Personal  supervision  makes  excellent  re¬ 
sults  certain. 

Owners  and  Managers  of  Property:  You  can  forget  all  about  your 
painting  when  you  order  or  specify  Hockaday.  If  the  painting  is  done 
by  your  own  men  we  work  with  them  closely;  if  it  is  let  to  contracting 
painters  our  supervision  is  just  as  attentive. 

Contracting  Painters:  Our  personal  service  means  increased  profits 
to  you.  On  your  own  walls  we  will  show  you  how  to  stop — with  one 
coat  of  Hockaday- — air  checking,  suction  and  lime  burning.  Through 
your  foreman  we  friendly  work  for  your  interests. 


THE  HOCKADAY  COMPANY 

1823-31  Carroll  Avenue 
Chicago,  U.  S.  A. 


Representatives  and  Warehouses  in  the  Following  Cities: 


SEATTLE,  WASH. 

SAN  FRANCISCO,  CALIF. 
LOS  ANGELES,  CALIF. 
DENVER,  COLO. 
OKLAHOMA  CITY,  OKLA. 
NEW  ORLEANS,  LA. 

ST.  LOUIS,  MO. 

KANSAS  CITY,  KANSAS. 


DES  MOINES,  IA. 
MILWAUKEE,  WISC. 
MINNEAPOLIS,  MINN. 
DETROIT,  MICH.' 
CLEVELAND,  OHIO. 
CINCINNATI,  OHIO. 
BUFFALO,  N.  Y. 
ROCHESTER,  N.  Y. 


BOSTON,  MASS. 

NEW  YORK  CITY,  N.  Y. 
PHILADELPHIA,  PA. 
BALTIMORE,  MD. 
WASHINGTON,  D.  C. 
NEWBERRY,  SO.  CAR. 
NORFOLK,  VA. 
ATLANTA,  GA. 


Page  Fifty-one 


ojk  HOCKADAY-^  PAINT  ^  M  I  LEAGE~%° 

ARCHITECTS’  SPECIFICATION 

It  is  recommended  that  this  specification  be  incorporated  by  architects 
in  their  specification  of  Hockaday.  Its  use  will  do  two  things:  Make 
certain  that  Hockaday  is  used;  assure  best  results. 

HOCKADAY 

Wherever  the  word  “Hockaday”  is  mentioned  in  this  specification,  it 
shall  be  the  trademarked  product  manufactured  only  by  The  Hockaday 
Company  of  Chicago,  and  shall  consist  of  a  foundation  and  finish  coat 
as  recommended  by  the  manufacturers.  Hockaday  is  to  be  delivered  in 
unbroken  original  containers. 

APPLICATION 

All  plastered  surfaces  are  to  be  given  two  coats  (white  and  No.  Ill 
takes  three)  of  Hockaday. 

Hockaday  is  to  be  applied  under  the  supervision  of  a  Hockaday  rep¬ 
resentative  in  strict  accordance  with  the  manufacturer’s  printed  specifi¬ 
cation  (please  refer  to  page  53).  Said  manufacturer’s  specification,  at¬ 
tached,  is  made  a  part  of  this  specification.  The  painter  must  follow  it 
without  any  deviations. 

Positively  no  thinner  other  than  the  Reducer  supplied  by  The  Hocka¬ 
day  Company  is  to  be  used. 

The  application  of  glue  or  any  size,  before  or  between  coats,  on  new 
or  old  surfaces,  is  strictly  prohibited. 

STIPPLING:  The  mixture  should  be  a  trifle  heavier  than  material 
used  for  brush  coat  finish.  Let  stand  20  to  30  minutes  until  tacky. 
Stipple  in  a  straight-across  movement. 

The  following  paragraph  is  optional.  If  you  consider  it  advisable, 
it  should  be  included.  It  is  taken  in  part  from  the  Government  specifi¬ 
cation  of  Hockaday: 

“Two  coats,  without  a  size,  must  produce  a  surface  of  such  a  nature 
that  air  cracks,  water  stains,  suction  spots,  and  lime  burns  must  be 
overcome  and  from  which  defacements,  caused  by  grease,  ink,  match 
scratches,  or  pencil  marks,  may  be  easily  removed  by  the  use  of  soap 
and  water  or  an  abrasive  washing  compound,  without  injury  to  the  paint 
surface.” 


Page  Fifty-two 


hockaday-^  "PAINT 


>- 

S' 


M I LEACE 


Detailed  Specifications  for  Architects  and  Contractors 


All . surfaces  shall  be  painted  with  two  coats 

of  Hockaday,  a  non-porous,  washable  wall  finish,  as  per  specifications 
in  column  No .  This  finish  is  of  such  a  character 


that  all  surfaces  will  be  covered  and  a  finished  job  obtained  with 
two  coats  without  sizing. 


All  air-cracks,  water  spots  and  suction  must  be  completely 
overcome  by  the  first  coat.  The  finished  job  must  be  of  such  a 
nature  that  any  defacement  of  painted  surface  by  indelible  pencil 
marks,  ink  stains,  match  scratchings  or  grease  spots  can  be  removed 
with  soap  and  water  or  powder,  without  destroying  the  semi-gloss 
finish  of  the  painted  surface. 


1 


Smooth  Putty  Coat. 
Smooth  Keene  Cement. 


Preparation  of  Plaster: 
All  cracks  and  damaged 
places  must  be  repaired 
and  put  in  first  -  class 
condition  before  Founda¬ 
tion  Coat  is  applied. 


Preparation  of  Surface: 
Tbe  surface  must  be  dry 
and  a  solid  surface  es¬ 
tablished  b  e  f  ore  the 
Foimdation  Coat  is  ap¬ 
plied. 


First  Coat:  One  part 
Body,  one  part  Reducer. 
Covering  capacity:  Ap¬ 
proximately  500  feet  per 
gallon  mixed. 

Mix  thoroughly. 


All  pores  must  be 
filled  and  suction  stopped 
with  the  Foundation 
Coat.  If  spots  appear 
after  it  is  applied,  they 
must  be  retouched. 


Second  Coat:  Apply 
straight.  If  too  heavy, 
reduce  with  %  Reducer. 
Covering  capacity:  Ap¬ 
proximately  600  feet  per 
gallon. 


Use  4% -inch  brush. 


To  cover  100  square 
feet,  2  coats,  requires 
approximately  %  gallon 
Body,  %  gallon  Reducer. 


Caution  1 :  Do  not  size 
on  new  or  old  walls. 


When  stipple  or  egg¬ 
shell  finish  is  required, 
use  Hockaday  with  % 
Reducer  on  Finish  Coat. 
Stipple  this  coat.  Be¬ 
fore  stippling  allow  suf¬ 
ficient  time  to  set  me¬ 
dium. 


Don’t  Brush  Out 


2 


Smooth  putty  coat, 
previously  painted  or 
sized. 

Where  all  wall  paper 
has  been  removed  or  kal- 
somine  has  been  washed 
off. 


Preparation  of  Plaster: 
All  cracks  and  damaged 
places  must  be  repaired 
and  put  in  first  -  class 
condition  before  Founda¬ 
tion  Coat  is  applied. 


Preparation  of  Surface: 
The  surface  must  be  dry 
and  a  solid  surface  es¬ 
tablished  before  the 
Foundation  Coat  is  ap¬ 
plied. 


First  Coat:  One  part 
Body,  one  part  Reducer. 
Covering  capacity:  Ap¬ 
prox.  550  feet  per  gal. 
mixed. 

Mix  thoroughly. 


All  pores  must  be 
filled  and  suction  stopped 
with  the  Foundation 
Coat.  If  spots  appear 
after  it  is  applied,  they 
must  be  retouched. 


Second  Coat:  Apply 
straight.  If  too  heavy, 
reduce  with  %  Reducer. 
Covering  capacity:  Ap¬ 
prox.  650  feet  per  gal. 


Use  4% -inch  brush. 


To  cover  100  square 
feet.  2  coats,  requires 
approximately  %  gallon 
Body,  Vb  gallon  Reducer. 


Caution  1:  Do  not  size 
on  new  or  old  walls. 


When  stipple  or  egg¬ 
shell  finish  is  required, 
use  Hockaday  with  Vb 
Reducer  on  Finish  Coat ; 
stipple  this  -coat.  Be¬ 
fore  stippling  allow  suf¬ 
ficient  time  to  set  me¬ 
dium. 


Flow  On 


3 


Concrete,  Smooth: 

Brick : 

Cement  Walls: 

Sand  Finished  Plaster: 


Semi  -  rough  Finished 
PI  aster : 


Preparation  of  Plaster: 
All  cracks  and  damaged 
places  must  be  repaired 
and  put  in  first  -  class 
condition  before  Founda¬ 
tion  Coat  is  applied. 


Preparation  of  Surface: 
The  surface  must  be  dry 
and  a  solid  surface  es¬ 
tablished  before  the 
Foundation  Coat  is  ap¬ 
plied. 


First  Coat :  Two  parts 
Reducer,  one  part  Body. 
Covering  Capacity:  Ap¬ 
prox.  300  feet  per  gallon 
mixed.  Medium  colors 
If  light,  equal  parts 
Body  and  Reducer.  Mix 
thoroughly. 


All  pores  must  be 
filled  and  suction  stopped 
with  the  Foundation 
Coat.  If  spots  appear 
after  It  Is  applied,  they 
must  be  retouched. 


Second  Coat:  Apply 
straight.  If  too  heavy, 
may  be  reduced  down  to 
one -third.  Covering  ca¬ 
pacity:  Approx.  325  feet 
per  gallon. 


Use  4% -inch  brush. 


To  cover  100  sq.  ft.,  2 
coats,  requires  approx. 
%  gallon  Body.  gal¬ 
lon  Reducer. 


Caution  1:  Do  not  size 
on  new  or  old  walls. 


If  stipple  finish  is 
wanted,  let  last  coat  set 
medium. 


Don’t  Brush  Out 


4 


Steel  ceilings: 

Metal  work,  etc.: 
Interior  iron  work: 
Steel  doors  and  win¬ 
dows: 


All  abrased  or  rusted 
surfaces  must  be  scraped 
and  touched  up  as  spe¬ 
cified  below: 


Preparation  of  Surface: 
The  surface  must  be  dry 
and  a  solid  surface  es¬ 
tablished  before  the 
Foundation  Coat  is  ap¬ 
plied. 


First  Coat:  Thin  Vs 
Reducer.  Covering  capac¬ 
ity:  Approx.  600  feet 
per  gallon  mixed. 

Mix  thoroughly. 


All  pores  must  be 
filled  and  suction  stopped 
with  the  Foundation 
Coat.  If  spots  appear 
after  it  is  applied,  they 
must  be  retouched. 


Second  Coat:  Apply 
straight.  If  too  heavy, 
reduce  with  %  Reducer. 
Covering  capacity:  Ap¬ 
prox.  700  feet  per  gal¬ 
lon. 


Use  3 -inch  brush. 


To  cover  100  square 
feet,  2  coats,  requires 
approx.  3-10  gal.  Body, 
^  gallon  Reducer. 


Do  not  size.  Touch 
up  where  rusted,  if  one- 
coat  work  is  desired. 


Flow  On 


5 


Georgia  pine: 

Poplar: 

Cypress: 


Sand  paper  rough 
spots.  Putty  nail  holes, 
matched  to  the  color  of 
the  paint  to  be  applied 
before  first  coat  is  ap¬ 
plied. 


Surface  must  be  dry 
before  second  coat  is  ap¬ 
plied. 


First  Coat :  Three  parts 
Body,  one  part  Reducer. 
Covering  capacity:  Ap¬ 
prox.  600  feet  per  gallon 
mixed. 

Mix  thoroughly. 


If  suction  is  not 
stopped  with  Foundation 
Coat,  spots  must  be  re¬ 
touched. 


Second  Coat:  Thin  % 
unless  for  white,  then 
use  straight.  Covering 
capacity:  Approx.  700 

feet  per  gallon. 


Use  3%  -  inch  heavy, 
long  stock,  flat  brush. 


To  cover  100  square 
feet,  2  coats,  requires 
approx.  Vi  gallon  Body, 
%  gallon  Reducer. 


Caution  1:  Do  not  size 
on  new  or  old  walls. 


Don’t  Brush  Out 


6 


Compo  Board;  sized  or 
not: 


All  nail  holes  should 
be  puttied  and  an  even 
surface  established  be¬ 
fore  Foundation  Coat  is 
applied. 


The  surface  must  be 
dry  before  first  coat  is 
applied. 


First  Coat :  Equal  parts 
of  Body  and  Reducer. 
Covering  capacity:  Ap¬ 
prox.  650  feet  per  gallon 
mixed. 

Mix  thoroughly. 


If  spots  appear,  they 
must  be  retouched  before 
second  coat  is  applied. 


Second  Coat:  Apply 
straight.  If  too  heavy, 
reduce  with  %  Reducer. 
Covering  capacity:  Ap¬ 
prox.  700  feet  per  gal¬ 
lon. 


Use  414 -inch  brush. 


To  cover  100  feet,  2 
coats,  requires  approx. 
2-5  gallon  Body,  %  gal¬ 
lon  Reducer. 


Caution  1 :  Do  not  size 
on  new  or  old  walls. 


When  stipple  or  egg¬ 
shell  finish  is  required, 
use  HOCKADAY  with  % 
Reducer  on  Finish  Coat, 
stipple  this  coat.  Be¬ 
fore  stippling  allow  suf¬ 
ficient  time  to  set  me¬ 
dium. 


Flow  On 


INCLUDE  THE  FOLLOWING  IN  ALL  SPECIFICATIONS: 


1.  Linseed  oil,  benzine,  turpentine,  gloss  oil,  coal  oil,  or  any  other 

liquid  or  pigment  must  NOT  be  used  in  connection  with  Hock¬ 
aday.  All  opened  packages  must  be  kept  covered  when  not  in 
actual  use. 

2.  Tint  foundation  coat  20%  darker  than  finish  coat. 

3.  In  tinting  use  only  colors  ground  in  Linseed  oil. 

4.  Do  not  apply  Hockaday  over  wet  surfaces. 

5.  To  have  a  successful  job  it  is  absolutely  necessary  to  flow  Hock¬ 

aday  on  without  brushing  out.  All  laps  will  disappear  on  the 
last  coat.  Thorough  mixing  is  required  before  applying  either 

Copyright,  The  Hockaday  Co., 


foundation  or  finish  coat. 

6.  Open  a  can  of  Hockaday  and  pour  off  all  liquid  contents.  Mix 

body  thoroughly,  and  slowly  add  liquid  poured  off.  When  it 
is  thoroughly  stirred,  add  Reducer  in  the  proportions  mentioned 
for  the  class  of  surface  on  which  the  material  is  to  be  applied. 

7.  A  complete  job  will  be  obtained  in  two  coats  with  any  color  on 

card.  White  and  No.  Ill  require  three  coats. 

8.  Hockaday  White  is  not  blued  and  can  therefore  be  tinted  to  any 
shade.  If  a  white  job  is  desired,  the  white  should  be  blued 
with  a  small  quantity  of  Prussian  Blue  in  Oil. 

Chicago,  Ill.,  1924 


Page  Fifty-three 


°&c  HOCKAPAY  TAINT  ^  MILEACEPgo 


THE  PARMLEY 
APARTMENTS 
Summit,  Newjersey 
Haugaard  &  Burnham, 
New  York,  Architects. 


BRAZOS  HOTEL 
Houston,  Texas 
“Hockaday  has  turned  out  to 
be  everything  you  claimed 
for  it.  We  are  perfectly  sat¬ 
isfied.” 


WASHINGTON 

HOTEL 

Washington,  D.  C. 
Carrere  &  Hastings,  New 
York,  Architects.  Mr.  R. 
S.  Downs,  President;  Mr. 
H.  E.  Bonneville,  Man¬ 
ager;  Mr.  L.  E.  Smither, 
Chief  Engineer.  “It  would 
be  impossible  to  get  a  bet¬ 
ter  job.” 


LOBBY,  BRAZOS 
HOTEL 

Mr.  Howard  D.  Hudson 
(in  dark  suit).  Manager. 


?  t 

iiiiw 


Page  Fifty-four 


o{k  HOCKAPAY  ^  TAINT  ^  MILEAOE~M?o 


INDEX 


Preamble  ....... 

Page 

3 

The  Price  Bugaboo  ..... 

3  and  7 

Ten  Reasons  Why  Hockaday  Brings-Down  Up¬ 
keep  ....... 

7  and  1 1 

Hockaday  as  an  Undercoater  for  All  Finishes 

11 

How  Hockaday  Is  Made  .... 

1  1  and  15 

Remove  Kalsomine  and  Water  Color 

15 

Repair  Plaster  Walls  . 

15 

Dampness  ....... 

15 

Stippling 

19 

Flattening  Hockaday  ..... 

19 

Canvas  Walls  ..... 

19 

Raw  Burlap  ...... 

23 

Hollow  Tile  ...... 

23 

Analine  Stains 

23 

Metal  Ceilings  and  Iron  Work 

23 

Saltpetre  Treatment  ..... 

23 

Radiators  ....... 

50 

Asphalt  Covered  Pipes  .... 

50 

Mixing  Hockaday  ..... 

50 

Hockaday  Service  Is  Valuable 

51 

Architects’  Specification 

52 

Detailed  Specification  .  .  . 

53 

Page  Fifty-five 


A  VERY  LIBRARY 
COLUMBIA  UNIVERSITY 


-V, 


